Direct Marketing is a form of advertising that distributes physical marketing materials to consumers as a way to communicate information about a product or service in a way that removes the “middle man” from the promotion process. Instead providing a company’s message directly to a potential customer.
Direct marketing campaigns seek to drive a specific call-to-action. An example could be an advertisement which asks the prospect to call a free phone number, mail in a response, or click on a link to a website.
Who Can Practice Direct Marketing?
Direct marketing campaigns can be conducted by businesses of all sizes. Whether you are a small start-up or at the top of the Fortune 50 list, a well-executed direct marketing campaign can produce positive returns on investment by showing the number of potential customers who are willing to respond to a clear call-to-action.
The Benefits Of Direct Marketing:
It Is Highly Targeted
A direct marketing campaign provides the ability for businesses to choose their audience based on geography and/or demographics so that you are pursuing a specific group of individuals that can provide the greatest potential for the company.
Because direct marketing can be so highly targeted, businesses do not run the risk of spending unnecessary time and money trying to blindly cover entire markets and hoping for the best.
Easier to Track
Direct marketing emphasises trackable and measurable responses and costs regardless of the medium employed. Specific calls-to-action allow for clear campaign reporting.
Direct marketing campaigns often have a much faster launch than any kind of mass-media campaign, which commonly require weeks or months of careful planning before promotion. Most direct marketing campaigns can be planned, ordered and executed in just a few business days.
Types Of Direct Marketing:
Email marketing is one of the most widely used direct marketing method due to its simple, cost-effective and measurable way of reaching customers. This method also allows for around the clock marketing with accurately measurable responses.
Some examples of email marketing include e-newsletters and promotional emails to generate new leads or offers for existing customers.
Direct mail is posted mail that allows businesses to deliver promotional printed materials that advertise the business and its products and services to an individual.
Some examples of direct mail include brochures, catalogues, postcards, newsletters and sales letters.
Telemarketing is the act of contacting potential customers via phone call to promote and sell products or services.
Telemarketing is a useful tool for following up on direct mail or email campaigns and when used in either isolation or to compliment another method, presents the primary benefit of increasing lead generation, which, in turn, increases sales volume and customer base. The most successful telemarketing campaigns will focus on generating more “qualified” leads that have a higher probability of conversion into actual sales.
Social media marketing
Social media can be used effectively as a direct marketing tool for business as it gives companies the opportunity to interact directly with their customers through the regular sharing of relevant information on their product or service offering.
Social media platforms make it easy for customers to share business content with their personal networks, thus increasing the reach of business messages exponentially.
Direct selling is the process of an independent salesperson selling products or services directly to customers, often at the customer’s home or workplace.
Some examples of direct selling methods include door-to-door sales and network marketing. This method is most effective for flexible, small businesses.
There are a multitude of ways businesses can incorporate direct marketing into their over-all marketing strategies to reap quantifiable results. However, ensure you do your research to ensure you are targeting the best prospects for your specific call-to-action before commencing any campaign.